Disney Music Group

For Disney Music Group, we wanted to create an immersive experience for users to explore recent vinyls, and discover playlists and learn about music history - to be launched in time for D23.

Moodboard

This moodboard captures the theatrical magic, timeless storytelling, and cinematic wonder that define the Disney experience. From grand opera houses to immersive stage productions and golden-era cinema façades, each visual reference evokes the feeling of stepping into a world where fantasy and nostalgia collide. Rich velvet curtains, ornate prosceniums, whimsical lighting, and character-driven design elements like Donald Duck’s brass instruments help ground this creative direction in both elegance and playfulness.

The aesthetic blends classical stagecraft with modern spectacle , an intentional nod to Disney’s legacy of bridging tradition with innovation. These references informed our visual strategy, inspiring immersive environments that feel both awe-inspiring and emotionally resonant.

Emotive Experience Flow

This flow maps the ideal emotional journey of a user navigating the DMG Virtual Music Hall - blending self-expression, social interaction, and immersive commerce into a seamless experience:

1. Entry – Excited
   The user arrives in a theatrical, music-inspired environment that sets the stage for something special. The grandeur of the lobby evokes anticipation.

2. Avatar Creation – Engaged
   Through personalized avatar design, users begin shaping their identity within the space. It’s a creative moment that sparks ownership and connection.

3. Social Interaction – Delighted
   Friends join in as avatars. Users dance, explore, and engage in playful exchanges that reinforcing a sense of community and fun.

4. Product Exploration – Curious
   Users interact with albums, song clips, and curated highlights. They uncover hidden tracks, browse collections, and feel immersed in DMG’s legacy.

5. Checkout – Satisfied
   With favorites saved or added to cart, the journey closes with a frictionless checkout. It feels like a natural extension of the experience, not a disruption.
   
   

Storyboard

This storyboard captures the user journey through the DMG Virtual Music Hall - an immersive, avatar-led experience that blends music discovery with personal expression and social engagement.

1. Start in Lobby
   Users begin in an elegant virtual lobby with red carpet and dramatic symmetry, setting a cinematic tone from the very first moment.

2. Welcome to the DMG Music Hall
   A warm welcome screen introduces users to the space and what they can expect - including music exploration, personalization, and interactive storytelling.

3. Avatar Creation
   Users are invited to create a personalized avatar, choosing from a variety of hairstyles and features. This step encourages ownership and deeper immersion in the branded world.

4. Avatar in Space
   The avatar is now live in the environment, able to walk, interact, and navigate toward rooms like “Best Sellers” - driving presence and agency in the experience.

5. Timeline Wall + Spotify Playlist
   Inside the main hall, users encounter a dynamic timeline wall celebrating DMG’s musical legacy across decades. Integrated Spotify playlists bring the experience to life with playable tracks tied to key moments and franchises.

6. User in Best Sellers + Social Layer
   The user visits the “Best Sellers” room - a curated space for top albums and content - and can invite friends to explore alongside them. This social layer adds stickiness and makes the experience feel like a digital destination, not just a showcase.